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在抖音里搞爆款,约等于捡钱


更新日期:2021-01-21 19:07:04来源:网络点击:1711974
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DANGYITIAO1WANKUAICHENGBENDEDOUYINGUANGGAO“BAO”LE,TICHENGKEGAODA150WAN。DANGAOBAOKUANYESHIYIMENXUANXUE。

| 静婷

封面来源 | IC photo

「LAOSILAISI」NEITIAOGUANGGAOZAIDOUYINLIBAOLE!

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按照头部代理商 5% 以上的返点率来算,这一支信息流广告,至少给生产这支视频的广告公司赚了 150 万。而请演员、租车的费用平摊到多组片子上,这支广告的成本不到 1 万元——这是超过 150 倍的回报率。

马上去复制这条爆款!

KANDAOZHEIZHIBAOKUANDEDANGTIAN,XINXILIUGUANGGAOXINGYEDEZHIPIANRENMEN,LIKEZUODETONGYIJIANSHISHI:LIANXIZHEIZHISHIPINLIDENVZONGCAI、NANZHULIHEXIAONVHAIQUYAODANGQI,TONGSHIZHAOQUDAOZUHAOCHE,“RUGUOZUIHOUZHAOBUDAOZHEIZHIPIANZILIDESANGEYANYUAN,NEIJIUZHAODAOQIZHIXIANGSIDEYANYUANSHANG!”

LAOSILAISIGUANGGAOJIETU

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FANPAIGUANGGAOJIETU

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所以相比于效果平稳的图文广告,视频形式更容易产生爆款,催生一支视频带来数十万订单的“拉新神话”。

YITIDAODOUYIN,DAJIAZHIDAOIP「QINGDAODAYI」、YEJIDEDAIHUODE「LUOWANGYU」,QUEBUHUIJIDEZIJIKANGUONAYIZHIGUANGGAO,SHENZHIHENDUOYONGHUYOUSHIHOUDOUYISHIBUDAOZHEIZHISHIGUANGGAO。BIRULAOSILAISIZHEITIAOGUANGGAOLI,HENDUOYONGHUBEIQINGJIEDAIRU、ZAIXIAMIANLIUYAN:“NIZHENGZHEIMEDUOQIAN,ZENMEJIUBUNENGJIHAIZIBAOGEKE!”

这个最容易被用户忽略的领域,正是抖音里变现最快的掘金之地。

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DANTONGSHI,ZAIGUANGGAOHEZHENGCHANGNEIRONGSHITONGYIWEIZHI、TONGYIXINGSHIDEQIANTIXIA,DUIGUANGGAONEIRONGDEYAOQIUZEJIGAO,YINWEIYONGHUSUISHINENGHUAZOU。

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“这是抖音里竞争最激烈、效果最难测的领域”。一位信息流广告的头部代理商这么对36氪形容。

疯狂运转的广告机器

很少有内容行业,像信息流广告行业一样把创作速度做成“批发”式生产。在这个行业里,一组编导一个月常常要生产上百条视频,每条视频从生产到上线都在 48 小时内。而其中大部分内容,会在两周之内被算法淘汰掉,不再有任何曝光的机会。

「LAOSILAISI」NEITIAOGUANGGAOCONGCHUANGYIDAOTOUFANG,ZHIYONGLE 21 GEXIAOSHI。

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海量生产、速生速死是抖音广告的特性。 在这个渠道里,头部公司每天要投上百条广告,业务高峰期每天能到上千条。

PINPAIDUIGUANGGAODEXUQIULIANGJIDA,YUDOUYINGUANGGAODEJIZHIYOUGUAN:TOUFANGXIAOGUOYUGUANGGAOZHANGHUZHILIANGGUAGOU,ERZHANGHUZHILIANGYOUXUYAOYUANYUANBUDUANDEXINSUCAILAIWEIHU,TONGSHISUCAIYOUPUBIANJUYOUSHUAITUIQI,DADUOSHUGUANGGAOZAITOUFANGLIANGZHOUNEIJIUHUIBEITAOTAI。

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爆炸的数量供应和极强的爆款效应,让抖音风向的变化既迅速又难以捉摸。

YIWEIZAIDOUYINTOUFANGLEJISHIYIDESHICHANGFUZERENWANGYANDUI36KEJIESHI:“DOUYINDESHENGTAITAIFUZALE,WOMENYEXIWANGYOUYIXIEGUDINGDEBAOKUANGONGSHI,DANZHENDEBUSHISHUOYONGMINGXING、YONGWANGHONGLAIPAIJIUYIDINGNENGPAOQILAI,YOUSHIHOUYONGHUGENGYUANYIKANDOUYINYUANSHENGDENEIZHONGFENGGE,NIPAIDETAIZHENGXIANGLEYONGHUKENENGYEBUAIKAN,FENGXIANGYIZHIZAIBIAN。”

在内容争奇斗艳的抖音里,“黄金第一眼”是信息流短视频广告的第一个门槛。 君君告诉36氪:“开头的 3 秒必须一下子钉住用户,通常会把冲突或者矛盾放在这里,摔个杯子,或者是给一台敞篷跑车特写。大家会想几百种开头,因为如果这一眼他走了,这条广告就没用了。”

CONGYEZHELUOYUNJI36KEZONGJIELEYIGECHANGYONGDEJUQINGXIANGGUANGGAODETAOLU:ZHURENGONGYUDAOLEYIGEKAOZIJINANYIJIEJUEDEMAFAN,BEIPENGYOUGAOZHILEYIGEFANGAN(GUANGGAO),SHIYONGFANGANHOUSUIZHIBIANQIANG;RANHOUWENGUANZHONGYAOBUYAOYESHISHIZHEIGEJIEJUEFANGAN。ZUIHOUZAIJIAMAGEYOUHUI,BIRUXIANZAIXIADANLIJIAN99。

每个人的目光,都在盯着“爆款”——只有爆款,才能给代理商带来可观的收入。但总结出套路,和有能力做出爆款,可能还差一百点运气。所以很多时候,大家把做信息流广告,戏称为「搞玄学」。

爆款里的玄学

ZAIZHEIGEXINGYELI,MEIYOUCHUANGZUOZHENENGJINGZHUNYUPANBAOKUAN。

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ZHEIZHONGBIANLIANGHEBUKEKONG,JIUSHI「XUANXUE」DELAIYUAN。

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单调的素材、老旧的画质、像机器人在读稿的合成配音,都透露着这条爆款的「反常审美」。 “这就是几个天气素材的拼接,甚至团队都不用实拍,去免费的素材网站上下载、然后拼一下加上字幕就成了。”拍了三年多抖音广告的羽涵告诉36氪。

“太丑了,可能这段时间用户喜欢怀旧吧。这种视频到底怎么成了爆款?之前是有一些广告主又想投广告、但又没预算才尝试这种视频。虽然我当时已经知道了这是爆款,但朋友来跟我说这类爆了之后我还是有点惊讶”,顿了顿羽涵又补充了一句,“这种视频我们一天能做 100 条。”

ZHEIZHONGBAOKUANDECHUXIAN,RANGNEIRONGSHENGCHANZHEZONGJIEDEBAOKUANGUILVANRANSHISE,JUQING、BIAOYAN、PEILE、JIEZOU、JINGTOU、JIANJIQUANDOUFANCHANG,SHENZHISHI「QUCHOU」。JISHITAZHANJUDEBILIBINGBUDA,DANMEICIDOUHUIYINFADAJIADEKUNHUO。

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JISHIHENDUOCONGYEZHEBUXIANGCHENGREN「XUANXUE」,DANHAISHIHUIQUYONGHEGONGQIUDABAO、HUOSHIBA“QILIANGFU”SHECHENGPENGYOUQUANDEBEIJING、TIEZAIBANGONGSHIDEZHUOMIANSHANG、ZUOCHENGRICHANGFASONGDEBIAOQINGBAO。

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BIAOQINGBAOHAITINGLIUZAIDIAOKANCENGMIAN,DANLINGYIXIE“QIUBAOLIANG”DEFANGSHI,JIUXIANDEYOUXIEMIHUAN。

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正因为爆款机制难以捉摸,所以一条最简单、最有效的致富秘籍是:翻拍爆款。

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当竞争加速再加速

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MAHAOBAODESHIYIGEYIWUXINGJIJIUDIANHUIYISHIWEICHANGJINGDEPIANZI:“ZAIYIGEGUIGELONGZHONGDEDAHUIYISHILI,YIWEIXIZHUANGGELVDEZONGCAISHUO,WOTOU1GEYI!LINGYIWEILAOBANJUSHOUDADUAN,HUANSHENGDAO,WOTOUSANGEYI,MEIJIN”,RANHOUYINCHUBEIJINGXIANGTOUZIDEPINPAISHANG。

DIERTIAN,YIQICHIFANDEMEIGETUANDUIDOUSHANGXIANLEQIBATIAOCHANGJING、ZHUTIXIANGSIDESHIPIN。“PAIDEKUAIDEQUANPAOLIANGLE,DUODENENGZHUANGEYIERSHIWAN,PAIDEMANDEJIUZHUANGEJIWANBA,WOMENZIJIYELIANXUPAILEYIZHOUZHEIGEZHUTIDESHIPIN,YOUSIWUTIAOXIAOBAOLE。”

“我们做这个行业,慢就会报废,慢就产生不了任何价值。” 马浩这样形容。

WEILEZHEITIAOSHIPINDEQUEDINGXING:FANYINGKUAIDETUANDUISHENZHIQUZULETONGYIGECHANGDI、QINGLEMAHAOSHIPINLIDEYUANYANYUANLAIPAI。XIANGFANPAIDERENTAIDUO,DAOZHIZHEIJIAWEIYUSHENGHUICHENGSHIDEWUXINGJIJIUDIAN「HUIYISHI」JIAGEBAOZHANG。

MAHAOPAISHEZHEITIAOSHIPINDESHIHOU,SHIHEJIUDIANPENGYOUDALEGEZHAOHUJIEYONGLEYIXIA,MEIHUAQIAN。ERCHENGWEIBAOKUANHOU,MEITIANDOUYOURENTAIJIAXIANGQUQIANGXIAZHEIJIAN「BAOKUANHUIYISHI」ZAIFUZHIBAOKUAN,JIAGECONG 1000 YITIANZHANGDAOLE 5000 YITIAN。

“看起来租一天豪车、飞机、邮轮、教堂是挺贵的,大几千块到上万块,但对于押中一条爆款广告能带来的收益相比,这点钱根本就不算什么。好的场地对片子的质量有明晃晃的帮助,场地越好、人越贵,片子呈现的效果就越好。” 君君告诉36氪。

“QUNIANZHEIGEXINGYEHAIBUTAIHUIZUZHEIXIEGUIDEDACHANGJING,DANXIANZAIJINRULEXIPAIQI,XIANGBAZHEIGEYEWUFUQILAI,WOMENJIUBIXUBAPEIZHILAMAN,YANYUANHECHANGDIDOUZHAOZUIHAODE,TONGSHIZAIJIANJI、BIANDAO、YUNYINGDENGHENGXIANGGANGWEISHANGQUANDOUQINGZUIZHUANYEDE。”JUNJUNBUCHONGDAO。

2020 年信息流广告行业进入洗牌期。 疫情导致大半影视项目停工、但抖音因此又大涨一波日活和时长、迎来广告的小红利期,无数传媒人前仆后继地进入这个曾经不被大家关注的领域:电视剧、网大、网综、主持、话剧、模特等各类影视行业的各个岗位不断流入到这个新兴行业,导致的直接结果是:做爆款的难度陡升。

“2017NIANDOUYINGANGKAISHISHANGYEHUADESHIHOU,JIBENSHANGSUIBIANSHENMESUCAIJIUNENGPAOLIANG,YINWEINEIRONGSHAO、DOUYINDELIULIANGYOUBIJIAOCHONGYU。DAOLEXIANZAI,ZUOYIBAIGESHIPINNENGCHUYIGEBAOKUANJIUYAOSHAOGAOXIANGLE”。YIWEICONGYE 3 NIANDEYOUHUASHIGAOSU36KE。

DANZHEIBINGBUYIWEIZHEDUANSHIPINYAOXIANGCHUANTONGDIANSHIGUANGGAODE“JINGZHIHUA”FANGXIANGKAOLONG。SUIRANCONGSHEBEI、CHANGJING、PINZHISHANGLAIKAN,XINXILIUGUANGGAOTOUBUNEIRONGDEPINZHIZHENGZAIHEDIANSHIGUANGGAOLAJIN,DANZAINEIRONGFANGXIANGSHANG,LIANGLEIGUANGGAOJIHUSHINANYUANBEIZHE。

和讲求品牌质感的电视广告不同,信息流广告的目的是转化用户,其难度在于:在 1 分钟的视频里,既要情节吸引人、又要解释清楚卖点、最后转化用户。在抖音这种平台里,反转的、猎奇的、荒诞的、搞笑的内容千变万化,每类视频都在争夺用户的注意力,品牌广告的节奏并不合适抖音。

JINGZHENGDAOZHIDE,SHIYIQIEXIANG“TOUBU”JIZHONG。BUJINSHIYINWEITOUBUGONGSIYOUGENGHAODEXINGYERENCAI,GENGYINWEI,YOUGUIMODEXINXILIUGUANGGAOGONGSI,CAINENGMANZUJIAFANGGUANGGAOZHUDEHAILIANGWEIKOU,YIJIYOUZUGOUDEQIANTIQIANDIANFUZIJIN。

大广告客户找代理公司,“视频团队在七八十人以下的基本就不看了。光头部公司垄断了大客户这一个点,就足够小团队难受的了。“罗云对36氪说,“因为做成大爆款的前提就是客户有足够的预算、能给一个转化特别好的视频账户一天充值几十万乃至几百万的资金。”

CIQIANYIJIAZAIHONGLIQIXIJINBAIWANDECAOGENTUANDUI,ZAI 2020 NIANYIJINGLIANXUKUISUNLEJIGEYUEHOULICHANG。YIWEICONGYEZHEJIESHIDAO:“GONGYINGSHANGTAIDUOLE,HENDUOZHIQIANPAISHIPINDETUANDUIHEDAILISHANGTANDE「PIANZIDIJIA+XIAOHAOFENCHENG」DEJIESUANFANGSHIYEBUZUOSHULE。YAOMEPIANZIDIJIAQUXIAOLE,YAOMEXIANGZHENGXINGDEJIGEYIBAILIANGBAI,GENBENcoverBUZHUSHIPINDECHENGBEN,DAJIAJIUZHINENGYINGZHETOUPIPINXIAOHAO。YITIAOPIANZIDETICHENGFENGDINGJIUSHILIANGSANWAN,ZHIGOUCHIKOUFANDE。”

SUIRANKANQILAIGUIZELIHAOTOUBUDAILISHANG,DANZAI“HAILIANGPAISHELIANG”XIA,PAISHECHENGBENSHIDADUOTOUBUDAILIDEXINBING。

ZHENGRUJINRITOUTIAOLIDEZUOHAOGONGSIKEYIZHAOSHANDONGCUNFUGANHUO,CHENGBENZHIDIDIAODASUOYOUTONGXING,ZAIDOUYINSHIDAI,JIANJI、SHEXIANG、JIANZHIYANYUANDEGONGZI,DAOBANGONGSHIDEZUJIN,GONGSIDEZHUYAOKAIZHIFANGDAOERXIANSHENGHUICHENGSHIDOUHUIBIBEIJINGDIYIBAN。YIJIASHANDONGDEXINXILIUGONGSICONGYEZHEWENHUAGAOSU36KE,ERXIANCHENGSHIZHAOPAISHECHANGDI,DANGDIRENDADUODAGEZHAOHUJIUKEYIQUPAILE,DANZAIBEIJINGJIUHENNANSHIXIAN,XUYAOZIJIZAIDAYIGEJING。

DOUYINDEDADAILISHANGDUOPANJUZAIBEISHANGGUANGSHEN,DANDOUZAIKAOLVXIANGERXIANCHENGSHIBAN。“BEIJINGJIUBANDAOHEBEI、SHANXIZHEIXIEZHOUBIANCHENGSHI。HUOZHEBANDAOCHENGDOUXIAN,YINWEIGUDAXUESHENGHENBIANYI,SANSIQIANJIUGAODING。”

ZHIJIENAXIAOHAOSHUOSHI,XIANSHIJIAFANGJIDAILIGONGSITIDETIAOJIAN,RANHOUCHENGWEIDAILISHANGJIYUANGONGDEZUIZHONGYAOKAOHEBIAOZHUN。“YOULIANGNIJIUNATICHENG,MEILIANGJIUSHISIGONGZI”,ZHEISHIWENHEBANBENDESHUOFA。GENGJILIEDEZUOFASHI:BUPAOLIANGJIUZOUREN。

YIWEIJINNIANCHENGLIDUANSHIPINXINXILIUDEYEWUFUZERENJIANGUO 8 YUEXINZHAOLESANGEBIANDAO,DANBUDAOLIANGGEYUE,SANWEIBIANDAOJIUZHONGHUILERENCAISHICHANG。“MIANSHIDESHIHOUSANGERENDOUJIANGDETINGHAO,DANYIDAOLESHICAONIJIUFAXIANBUSHINEIGEYANGZI,TAMENDUIZHEIGEXINGYEHEKEHUDELEJIEBUGOUSHENRU,ZUODEDONGXIYEBUQILIANG,NEIZHINENGZHIJIETAOTAI。”

“XIANZAIWOMENZAIZUOXINYILUNZHAOREN,RUGUODUIFANGSHICONGCHUANTONGGUANGGAOXINGYEGUOLAIDE,NEIWOJIUHUIDAGEWENHAO,ZHEIGEXINGYEYITIANYAOCHU 10 TIAOPIANZI,MEIGEWEIZHIDOUYAOKUAISUXIANGYING,YOUSHIHOUHUIAODAYE,NIDEJIEZOUGENDESHANGWOMA?ZHEIKANQILAIYOUDIANCANREN,DANBUCANRENDEHUA,WOMENGONGSIJIUSILE。”

YALIBUZHIZAIDUANSHIPINGUANGGAOREN,DUIYUMEITIANYAOTOUCHENGBAISHANGQIANTIAOSHIPINGUANGGAOSUCAI、YITIANKENENGSACHUJIBAISHANGQIANWANGUANGGAOFEIDEJIAFANGLAISHUO,FENGKUANGTOURUDEBEIHOUWANGWANGSHIZHENGDUOSHICHANGFENEDEGUANJIANZHANDOU。DANDAIJIAKENENGSHIKUISUN:YIGUOQUYIJIANJIZHANZUIHANDEZAIXIANJIAOYUXINGYEWEILI,JUHAOWEILAI、GENSHEIXUEDECAIBAO,TAMENDOUYINWEIGAOQIDEGUANGGAOTOUFANGFEIYONG,ZAI2020NIANYOUYINGZHUANKUI。

DOUYINHUOXUSHIZUIDADEYINGJIA。JULIANGGEYUEQIANLIUCHUANDEYIFENZIJIETIAODONGSHUJUWENJIANXIANSHI,2020NIANDOUYINDEGUANGGAOSHOURUGUIMOYUEZAI 1000 YIYUAN。ZUIXINYIZEXINWENSHI,LIANZI2018NIANQIZHONGZHIDOUYINSHANGWUHEZUODETENGXUN,BENZHOUYEZAIDOUYINTOULEYOUXIGUANGGAO。

ZHEIGESHENGTAICENGJIYIDUSHIMEIHAODE:DUANSHIPINGUANGGAOREN“TIANTIANJIANQIAN”,JIAFANGSHOUHUOLEHAILIANGYONGHU,DOUYINHEZIJIETIAODONGGONGSIRUHELETIANLIANGGUANGGAOFEI。NEISHIHOU,MEIYIFANGKANQILAIDOUYOUYIGEMEIHAODEQIANCHENG。

(YINGSHOUFANGZHEYAOQIU,YUHAN、WENHUA、MAHAO、LUOYUN、WANGYAN、JIANGUOWEIHUAMING。)

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